Q: A major conservation nonprofit sends me lots of mail, many of which have on the envelope “time to renew” or “2nd notice.” I find this practice deceptive, especially as I haven’t given to said organization since 1997. It must be effective or they wouldn’t do it. But is it ethical?
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated or not miss out on opportunities.
But, as you noted, just because something is effective, it doesn’t necessarily mean it’s ethical. There’s actually a bit of a debate around this. Like in most cases, things aren’t black and white.
The intent behind using such labels matters. If the organization genuinely believes that the recipient has a past affiliation and is attempting to remind them about it, the practice might be well-received. But, if this practice is used to create a sense of urgency or obligation where none exists, then recipients will feel these tactics are manipulative or deceptive – just like you did.
Not to mention that while these techniques might work in the short term to get donations, they could also lead to mistrust or resentment, which can damage the organization’s credibility and relationship with donors over time. Building and maintaining trust is crucial for nonprofits. If donors or potential donors feel manipulated or deceived, they’ll walk. And no organization can rely on constantly acquiring new donors.
Ultimately, whether sending these notices is ethical depends on the specific circumstances, the intent of the organization, and how recipients perceive the communication. So organizations need to be careful to only send these notices when there’s a prior commitment so as not to violate the donors’ trust.
Behavioral Science Q & A
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